The National Online Retailers Association (NORA) is the peak body for online retailers in Australia. Bringing its members together for its inaugural conference in 2013, NORA wanted to provide and space to collaborate, network and articulate the needs of its members. Over the day and half event the attendees were able to share their thoughts about the future and explore these through six archetypal futures. In an industry driven by hourly results, thinking about the future can be difficult but our program was designed to provide both stimulation and a sense of safety. Over the course of the event the attendees – many of whom had never met – were able to created connections and articulate a desired future for their industry.